System and method for contextual virtual local advertisement insertion

ABSTRACT

A system and method for presenting advertising, the method including but not limited to presenting on a first end user device, a first personalized advertisement in a first avatar&#39;s view of a virtual world and presenting on a second end user device, a second personalized advertisement in a second avatar&#39;s view of the virtual world.

FIELD OF THE DISCLOSURE

The present invention relates to the field of targeted advertising.

BACKGROUND OF RELATED ART

In recent years computer applications, such as massively multiplayerrole-playing games have become extremely popular. One example of acomputer application enables a participant to create and develop afictional character represented by an avatar in a virtual world. A givenparticipant may develop, among other things, a storyline, a reputation,and attributes of her fictional character by interacting in the virtualworld via the avatar. Other examples of computer applications may notinvolve the creation of a virtual world representation of theparticipant.

The virtual world typically includes an environment with a variety ofvirtual locations containing a variety of virtual objects. In somecases, the virtual locations and the virtual objects mimic realisticlocations and objects, while in other cases, the virtual locations andvirtual objects are fanciful creations. Computer applications generallypermit the fictional character to travel across the virtual locationsand interact with the virtual objects and other fictional characters oravatars in the virtual world.

BRIEF DESCRIPTION OF THE FIGURES

FIG. 1 is a schematic depiction of an illustrative embodiment of networkarchitecture diagram showing aspects of a network architecture capableof implement a virtual world;

FIG. 2 is a depiction of a virtual world created in an illustrativeembodiment;

FIG. 3 is a depiction of a virtual world created in an illustrativeembodiment; and

FIG. 4 is a diagrammatic representation of a machine in the form of acomputer system within which a set of instructions, when executed, maycause the machine to perform any one or more of the methodologiesdiscussed herein.

DETAILED DESCRIPTION

The following detailed description is directed to technologies fordelivering advertising in a virtual world. Through the utilization ofthe technologies and concepts presented herein, an avatar may beprovided with a virtual object containing an advertisement.Additionally, an advertisement may be provided within the virtual worldthat utilizes the avatar within the advertisement. In this case, theavatar may be used to promote the advertisement by appearing within theadvertisement.

While the subject matter described herein is presented in the generalcontext of program computer program components that execute inconjunction with the execution of an operating system and applicationprograms on a computer system, those skilled in the art will recognizethat other implementations may be performed in combination with othertypes of program computer program components. Generally, programcomputer program components include computer programs stored in atangible, non-transitory computer readable storage medium that areexecuted by a processor to perform useful functions. The computerprograms further comprise routines, programs, components, datastructures, and other types of structures that perform particular tasksor implement particular abstract data types. Moreover, those skilled inthe art will appreciate that the subject matter described herein may bepracticed with other computer system configurations, including hand-helddevices, multiprocessor systems, microprocessor-based or programmableconsumer electronics, minicomputers, mainframe computers, and the like.

As used herein, the term virtual world refers to a computer-implementedenvironment, which may include simulated, lifelike environments as wellas fanciful, non-existing environments. Exemplary virtual worlds mayinclude any massively multiplayer online (“MMO”) computer applicationincluding, but not limited to, massively multiplayer online role-playinggames (“MMORPGs”), virtual social communities, online video games, andvirtual reality computer applications. In one embodiment, the MMOcomputer application simulates a real world environment. For example,the virtual world may be defined by a number of rules, such as thepresence of gravity or the lack thereof. In other embodiments, the MMOcomputer application includes a fanciful environment that does notsimulate a real world environment.

The virtual world is generally inhabited by avatars, which are virtualor symbolic representations of real world participants such as end usersoperating an end user device to interact with the virtual world(hereinafter referred to as participants). As such, each avatar istypically associated with and controlled by an end user devicecontrolled by a particular participant. Avatars may includetwo-dimensional and/or three-dimensional images. Through the virtualworld, the avatars may interact with other avatars, as well as withvirtual objects and advertisements. Virtual objects may include virtualrepresentations of real world objects, such as houses, cars, billboards,clothes, and soda cans, as well as fanciful creations, such as ateleportation machine or a flying car. According to exemplaryembodiments, one or more virtual objects and one or more avatars in thevirtual world are capable of providing an advertisement. The avatars andthe virtual objects utilized in the virtual world may or may not beanimated images.

The present disclosure relates to the concept of this idea is to providea mechanism for local advertisements to be inserted into video games orany virtual world. The idea is to provide areas within a video game thatcan be sold as advertisements for local businesses, similar to the waythat local advertisements are done for television. An example of thiswould be a video game in which the end user controlled avatar walksthrough a city with billboards. The billboards could display anadvertisement. For game players in New York, an illustrative embodimentmight display a local financial company, for players in Seattle it mightdisplay a local coffee shop. This idea could be expanded almostinfinitely to include virtually every aspect of the video games virtualworld. Everything from local businesses such as car lots, restaurants,bars, to everyday items like local newspapers, local radio stations,local news, etc. could be integrated into the virtual world. The virtualcity could be selected by the user or automatically determined based ontheir IP address. Then the advertisements will appear based on a virtualcity in which the end user physically exists.

The cityscape could even mimic the actual city or physical worldlyterrain and have the same billboards as the real city layout, such asPittsburgh or Copenhagen. In this situation the same advertisement asthe real advertisement could be displayed or another advertisement couldbe displayed. For example, the Coca-Cola sign in Time Square couldbecome a sign for a local Manhattan business. For multiplier games, aspecific billboard could display the same advertisement for each player,and just like in the real world, the better locations could demand ahigher price. This idea could be used for various types of gamesincluding virtual world games, multiplayer games, street race games,etc. In another embodiment each player is presented with a differentadvertisement. In another embodiment, each player is presented with adifferent advertisement having a particular data type selected based ona context of other players present as a group in the game. Advertisingdata types can be video, audio, text, image, icon or enhancements to anavatar representing an end user.

These virtual local advertisements could also be dynamic and changeautomatically based on the agreement with the local business. Anotheroption is to include interactive advertisements where the player couldclick on the ad or walk into a local restaurant and be able to downloador email a coupon for that location. In another embodiment, avatarsrepresenting players or end users in the virtual world can interact witha virtual host or hostess in a virtual business, such as a bar orrestaurant in the virtual world. Rather than monitoring the playersconversation with the virtual host or hostess, the responses from thevirtual host or hostess, representing the hostess's portion of theinteraction or conversation with the avatars, are monitored and used aspart of the context for selecting advertisements and for selectingadvertising data types based on the context. Context can also includebut is not limited to profiles for players assembled together in aparticular region of the virtual world and/or a current state (stagelevel, activity, etc.) of a game played by the end user avatars in thevirtual world. Advertisements are selected and presented to individualplayers based on current context. In another embodiment, advertisementsare also selected and presented to two or more individual players basedon current context. Advertisement data types are selected based on aparticular end user's historical response to a particular advertisingdata type in a particular context.

In another embodiment, each player in a virtual world has an associateddata profile including but not limited to profile data indicating whichdata types for advertisements which have attracted each player'sinterest in the past. The data types include but are not limited tovideo, audio, text and image advertisements. Thus, if in the past afirst particular player has responded to an audio advertisement in afirst particular context, when that particular player enters a virtualworld and the first particular context is repeated, an audio ad will bepresented to the player. Likewise, if in the past a particular secondplayer has responded to a video advertisement, when that particularplayer enters a virtual world in the first particular context, a videoad will be presented to the player. Thus, a second player present withthe first player in the virtual world in the first particular contextwill receive a video ad. Likewise, if in the past a particular player, athird player has responded to a text advertisement in the firstparticular context, when that particular player enters the virtual worldin the first particular context, a text ad will be presented to theplayer.

In another embodiment, players participating as avatars in a virtualworld are identified and included in an ad presented to them in theirview of the virtual world. For example, a first player named Sam wouldbe presented with an advertisement for a new car with the name “Sam” onthe license plate. If Sam enters the car, music selected based on Sam'sprofile would play while Sam is in the car. Each player could have theirown name shown on the car in the advertisement shown to them in thevirtual world as a personal ad enhancement. Thus, Susan would see a carwith Susan on the license plates and music selected based on Susan'sprofile would play while Susan is in the car. Personalized adenhancements are stored at each end user's (player's) end user device.

In another embodiment, context further includes but is not limited to acontext of a player's activities is used as an “activity context” foradvertisements. For example, when a player named Joe, via his avatarobtains a new level in virtual world, Joes activity context representsthis an audio advertisement is be played to Joe, such as, anannouncement, “congratulations Joe, this Bud's for you.” Associated adscan be presented to Joe based on a context for Joe at the time heachieves the new level in the virtual world. Likewise, a player namedSusan could be offered a virtual diamond pendant shaped in the letters“S U S A N” as a prize as a reward to achieving particular goal in avirtual world represented by her activity context. Associated ad can bepresented to Susan based on a context for Susan at the time she achievesthe goal.

In another embodiment, a context of one or more particular players beingcurrently present or assembled together in a virtual world is used as acontext to select an advertisement. In another embodiment, a context ofone or more players currently present or assembled together in a virtualworld is used to select an advertisement data type based on an enduser's response to data types in the virtual world. For example if agroup of 18-22 year old boys is present in a virtual gaming world, thenan advertisement with young women 18-22 can be presented to the group ofboys. Vice versa, if a group of 18-22 year old girls is present in avirtual gaming world, then an advertisement with young men 18-22 can bepresented to the group of girls. In another embodiment, advertising datatypes are selected based on context, for example, visual advertisements(video, image, text) are presented during times when context indicatesthat conversations between avatars are occurring or loud back groundnoise is occurring in the virtual world; and audible advertisements arepresented to the avatars when the context indicates that quiet timeswithout conversation and background noise are occurring in the virtualworld.

In another embodiment, end users that are represented by avatars in avirtual world, can communicate and interact with each other's avatarsand with virtual beings such as a virtual host or hostess created in thevirtual world. The communications with the hostess can be audible ortextual such as text messages or selection from a menu in a virtualrestaurant. A selection from the menu can cause a verbal response fromthe hostess, such as, “Okay, I'll bring your XYZ beer out to you”,indicating the brand of beer ordered by the avatar. In a particularembodiment, the responses of the virtual beings or hostess in thevirtual world are monitored for key words used to create context toselect advertising data types to be presented to the avatars. Theconversations, whether audible or textual, of the avatars and are notmonitored unless the players indicate that they want to be monitored sothat their conversations can be used to select advertisements presentedto the group or individually to members of the group. The contexts arederived from the virtual beings monitored responses in interactions withthe avatars and interactions are used to select key words for targetedadvertisements to be presented to each avatar in the virtual world.

In another particular embodiment, a method is disclosed for presentingadvertising, the method including but not limited to presenting on afirst end user device, a first advertisement in a first avatar's view ofa virtual world; and presenting on a second end user device, a secondadvertisement in a second avatar's view of the virtual world. In anotherembodiment of the method, the first advertisement is based on a firstend user profile for a first end user associated with the first avatarand the second version of advertisement is based on a second end userprofile for a second end user associated with the second avatar. Inanother embodiment of the method, the first end user profile furtherincludes but is not limited to response data for an advertising datatype selected from the group consisting of text, video, audio and imagedata indicating the first end user's preference for one of theadvertising data types.

In another embodiment of the, the method further includes but is notlimited to monitoring a virtual hostess' responses to interactionsbetween the virtual hostess object and at least one of the first andsecond avatar in the virtual world; and selecting key words from thevirtual hostess responses to select advertising to present to the firstand second avatars. In another embodiment of the method, the methodfurther includes but is not limited to selecting a first advertisingdata type for the advertisement presented to the first avatar; andselecting a second advertising data type for the advertisement presentedto the second avatar, wherein the second advertising data type isdifferent than the first advertising data type.

In another embodiment of the method, the method further includes but isnot limited to determining a current context based on a combination of aplurality of end users' profiles for two or more end users representedas avatars in the virtual world; and selecting an advertising data typefor a particular one of the plurality of end profile data indicating theparticular end user's response to a data type in the current context.

In another embodiment, a system is disclosed for presenting advertising,the system including but not limited to a processor in datacommunication with a tangible non-transitory computer readable medium;and a computer program comprising instructions stored in the computerreadable medium, the computer program comprising, instructions topresent on a first end user device, a first advertisement in a firstavatar's view of a virtual world; and instructions to present on asecond end user device, a second advertisement in a second avatar's viewof the virtual world. In another embodiment of the system, the firstadvertisement is based on a first end user profile for a first end userassociated with the first avatar; and the second version ofadvertisement is based on a second end user profile for a second enduser associated with the second avatar.

In another embodiment of the system, the first end user profile furthercomprises preference data for an advertising data type selected from thegroup consisting of text, video, audio and image data indicating thefirst end user's preference for one of the advertising data types. Inanother embodiment of the system, the computer program further includesbut is not limited to instructions to monitor a virtual hostess'responses to interactions between the virtual hostess object and atleast one of the first and second avatar in the virtual world; andinstructions to select key words from the virtual hostess responses toselect advertising to present to the first and second avatars. Inanother embodiment of the system, the computer program further includesbut is not limited to instructions to select a first advertising datatype for the advertisement presented to the first avatar; andinstructions to select a second advertising data type for theadvertisement presented to the second avatar, wherein the secondadvertising data type is different than the first advertising data type.In another embodiment of the system, the computer program furtherincludes but is not limited to instructions to determine a currentcontext based on a combination of a plurality of end users' profiles fortwo or more end users represented as avatars in the virtual world; andinstructions to select an advertising data type for a particular one ofthe plurality of end profile data indicating the particular end user'sresponse to a data type in the current context.

In another embodiment, a tangible, non-transitory computer readablemedium for storing a computer program executed by a processor inpresenting advertising is disclosed, the computer program including butnot limited to instructions stored in the computer readable medium, thecomputer program comprising, instructions to present on a first end userdevice, a first advertisement in a first avatar's view of a virtualworld; and instructions to present on a second end user device, a secondadvertisement in a second avatar's view of the virtual world. In anotherembodiment of the medium, the first advertisement is based on a firstend user profile for a first end user associated with the first avatar;and the second version of advertisement is based on a second end userprofile for a second end user associated with the second avatar.

In another embodiment of the medium, the first end user profile furthercomprises preference data for an advertising data type selected from thegroup consisting of text, video, audio and image data indicating thefirst end user's preference for one of the advertising data types. Inanother embodiment of the medium, the computer program further includesbut is not limited to instructions to monitor a virtual hostess'responses to interactions between the virtual hostess and at least oneof the first and second avatar in the virtual world; and instructions toselect key words from the virtual hostess responses to selectadvertising to present to the first and second avatars. In anotherembodiment of the medium, the computer program further includes but isnot limited to instructions to select a first advertising data type forthe advertisement presented to the first avatar; and instructions toselect a second advertising data type for the advertisement presented tothe second avatar, wherein the second advertising data type is differentthan the first advertising data type. In another embodiment of themedium, the computer program further includes but is not limited toinstructions to determine a current context based on a combination of aplurality of end users' profiles for two or more end users representedas avatars in the virtual world; and instructions to select anadvertising data type for a particular one of the plurality of endprofile data indicating the particular end user's response to a datatype in the current context.

Turning now to FIG. 1, a server computer 102 or processor includes butis not limited to a virtual world server computer program component 110and an advertising computer program component 112. The virtual worldserver computer program component 110 generally administers the virtualworld and serves as a conduit between multiple end user devices,including the end user device 104. The advertising computer programcomponent 112 generally enables an advertiser or other user todistribute advertising within the virtual world. The advertisingcomputer program component 112 may include an advertisement database114, an advertising computer program component, including but notlimited to advertising data of different data types, and a portalcomputer program component, as illustrated in FIG. 1. The advertisementdatabase 114 may store one or more advertisements including but notlimited to advertising data of different data types. The different datatypes may include but are not limited to video, audio, text and imagedata types. The advertisement database 114 may include advertising datauploaded by an advertiser, for example.

An advertiser or other user may access the advertisement database 114via the portal computer program component. In one embodiment, the portalcomputer program component provides a user interface that enables anadvertiser to access the advertisement database 114 via a network suchas the internet 108. In particular, the advertiser may utilize theprocessor 106 to access the portal computer program component. Theprocessor may include a portal access computer program component 122that enables communication with the portal computer program componentvia the network 108, as illustrated in FIG. 1. In one embodiment, theportal access computer program component 122 is a web browser or an enduser device such as a cell phone, set top box on an internet protocoltelevision system or a personal data assistant, or web tablet. Theportal computer program component may enable an advertiser or other userto upload advertisements into the advertisement database 114. Theadvertisements may be in any data type including, but not limited totext, audio, pictures, video, and combinations thereof. The portalcomputer program component may provide the advertiser or other user witha number of other options, such as an option to choose which avatars toselect or target, how often avatars are selected or targeted, and theamount and type of compensation provided to the participants.Advertising data selection and/or targeting may be performed byspecifying matching criteria such as the location of the participant,advertising data type preferred by the participant, the current contextin the virtual world relative to the participant, relevant demographics,the presence of the participant with respect to other participantspresent in the virtual world, and relevant game attributes (e.g., theavatar is in a soccer stadium, the avatar has reached a threshold levelwithin a game).

When a participant desires to access the virtual world from an end userdevice, the participant may initiate the virtual world from the end userdevice computer program component 120 to establish a session with thevirtual world server computer program component 110 via the network 108.During the session, the virtual world server computer program component110 may transmit virtual world data (e.g., environment layouts, avatarmovements of other participants) associated with the virtual world tothe virtual world end user computer program component 120. Similarly,the virtual world end user computer program component 120 may transmitdata from associated input devices to the virtual world server computerprogram component 110. The virtual world end user computer programcomponent 120 may further interact with the advertising computer programcomponent 112 to provide advertisements in the virtual world.Alternatively, the virtual world server computer program component 110may act as a conduit between the virtual world end user computer programcomponent 120 and the advertising computer program component 112 suchthat virtual world end user computer program component 120 and theadvertising computer program component 112 need not directlycommunicate.

In one particular embodiment, advertisements presented to each end userare personalized so that each end user sees a different version of anadvertisement in their particular view of the virtual world.Personalized advertising data, used to customize an advertisement sothat it is personal to the particular end user, are down loaded to anend user device and stored in a data base at the end user device towhich the advertisement personalization data pertains. In anotherparticular embodiment, advertisements presented to each end user arepersonalized so that each end user is presented with a differentadvertisement. In another particular embodiment, advertisementspresented to each end user are personalized so that each end user ispresented with a different advertising data type for an advertisement.

Turning now to FIG. 2, as shown in FIG. 2, in a particular illustrativeembodiment, a virtual world 200 is created by a process in which a firstavatar 201 and a second avatar 203 exist. The virtual world as shown inFIG. 2 includes but is not limited to a digital simulation of a cityincluding but not limited to streets 222, buildings 216, 212 208, 204and 220, cars 213 and advertising billboards 206, 202, 218 and 214.Visual advertising including but not limited to video, text and iconscan be presented as personalized advertisements to a particular enduser's personalized view of the virtual world, as a visual display onthe advertising billboards or on the building or cars or any othervisual object in the virtual world. Audio advertising can be presentedas personalized advertisements in a particular end user's personalizedview of the virtual world, as an audible object in the virtual world.Personalized ads are presented only to the end user avatar for which thepersonalized ad is intended. Thus, when the first second and thirdavatars are present together in the virtual world, the first avatar ispresented with a first personalized ad, the second avatar is presentedwith a second personalized ad, and the third avatar is presented with athird personalized ad. For example, each avatar could see their own nameon the tag of the same car in their view of the virtual world. Moreover,each avatar could be presented with a

End users response to advertising data types and current context in thevirtual environment are monitored and stored in a data base forselecting advertisements based on an end user's past response in aparticular context. Thus, if a particular end user has responded to textadvertising data type over audible advertising in a particular contextin the past, for example, in the presence of other avatars of the samesex or in a particular stage of a game, text advertising is selected asthe advertising data type for the particular end user when that contextoccurs again.

Turning now to FIG. 3, in particular embodiment of a virtual world 300avatars 301, 303, 305 and virtual hostess 307 are assembled together inparticular region of the virtual world, such as a room 309 representinga restaurant in the virtual world. Personalized advertising, includingbut not limited to visual or aural versions of the same advertisement ordifferent advertisements, is presented to each avatar in their personalview of the virtual world. Thus, each avatar may see a personalizedversion of the same advertisement. Each avatar may be presented with adifferent data type for the same advertisement in the virtual world.Virtual objects 306 and 308 are used to represent items such asrestaurant tables and a menu in the restaurant. Each avatar can interactwith the hostess via spoken words, text messages or physicalmanipulation of a virtual object such as a menu. The virtual hostess'responses are monitored and used to change the context and associatedadvertisements presented based on the change in context. The hostessremarks can also be sent back to advertisers for feedback in preparingnew advertisements for presentation in the virtual world.

FIG. 4 is a diagrammatic representation of a machine in the form of acomputer system 400 within which a set of instructions, when executed,may cause the machine to perform any one or more of the methodologiesdiscussed herein. In some embodiments, the machine operates as astandalone device. In some embodiments, the machine may be connected(e.g., using a network) to other machines. In a networked deployment,the machine may operate in the capacity of a server or a client user(end user) machine in server-client user network environment, or as apeer machine in a peer-to-peer (or distributed) network environment. Themachine may comprise a server computer, a client user computer, apersonal computer (PC), a tablet PC, a set-top box (STB), a PersonalDigital Assistant (PDA), a cellular telephone, a mobile device, apalmtop computer, a laptop computer, a desktop computer, acommunications device, a wireless telephone, a land-line telephone, acontrol system, a camera, a scanner, a facsimile machine, a printer, apager, a personal trusted device, a web appliance, a network router,switch or bridge, or any machine capable of executing a set ofinstructions (sequential or otherwise) that specify actions to be takenby that machine.

It will be understood that a device of the present invention includesbroadly any electronic device that provides voice, video or datacommunication. Further, while a single machine is illustrated, the term“machine” shall also be taken to include any collection of machines thatindividually or jointly execute a set (or multiple sets) of instructionsto perform any one or more of the methodologies discussed herein.

The computer system 400 may include a processor 402 (e.g., a centralprocessing unit (CPU), a graphics processing unit (CPU), or both), amain memory 404 and a static memory 406, which communicate with eachother via a bus 408. The computer system 400 may further include a videodisplay unit 410 (e.g., liquid crystals display (LCD), a flat panel, asolid state display, or a cathode ray tube (CRT)). The computer system400 may include an input device 412 (e.g., a keyboard), a cursor controldevice 414 (e.g., a mouse), a disk drive unit 416, a signal generationdevice 418 (e.g., a speaker or remote control) and a network interface.

The disk drive 416 may include machine-readable medium 422 on which isstored one or more sets of instructions (e.g., software 424) embodyingany one or more of the methodologies or functions described herein,including those methods illustrated in herein above. The instructionsmay also reside, completely or at least partially, within the mainmemory 404, the static memory 406, and/or within the processor 402during execution thereof by the computer system 400. The main memory 404and the processor 402 also may constitute machine-readable media.Dedicated hardware implementations including, but not limited to,application specific integrated circuits, programmable logic arrays andother hardware devices can likewise be constructed to implement themethods describe herein. Applications that may include the apparatus andsystems of various embodiments broadly include a variety of electronicand computer systems. Some embodiments implement functions in two ormore specific interconnected hardware computer program components ordevices with related control and data signals communicated between andthrough the computer program components, or as portions of anapplication-specific integrated circuit. Thus, the example system isapplicable to software, firmware, and hardware implementations.

In accordance with various embodiments of the present invention, themethods described herein are intended for operation as software programsrunning on a computer processor. Furthermore, software implementationscan include, but not limited to, distributed processing orcomponent/object distributed processing, parallel processing, or virtualmachine processing can also be constructed to implement the methodsdescribed herein.

The present invention contemplates a tangible, non-transitory machine orcomputer readable storage medium containing instructions 424, or thatwhich receives and executes instructions 424 so that a device connectedto a network environment 426 can send or receive voice, video or data,and to communicate over the network 426 using the instructions 424. Theinstructions 424 may further be transmitted or received over a network426 via the network interface device 420. The machine readable mediummay also contain a data structure for containing data useful inproviding a functional relationship between the data and a machine orcomputer in an illustrative embodiment of the disclosed system andmethod.

While the machine-readable medium 422 is shown in an example embodimentto be a single medium, the terms “machine readable medium” and “computerreadable medium” should be taken to include a single medium or multiplemedia (e.g., a centralized or distributed database, and/or associatedcaches and servers) that store the one or more sets of instructions. Theterms “machine-readable medium” and computer readable medium shall alsobe taken to include any medium that is capable of storing, encoding orcarrying a set of instructions for execution by the machine and thatcause the machine to perform any one or more of the methodologies of thepresent invention. The terms “machine readable medium” and “computerreadable medium” shall accordingly be taken to include, but not belimited to: solid-state memories such as a memory card or other packagethat houses one or more read-only (non-volatile) memories, random accessmemories, or other re-writable (volatile) memories; magneto-optical oroptical medium such as a disk or tape; and/or a digital file attachmentto e-mail or other self-contained information archive or set of archivesis considered a distribution medium equivalent to a tangible storagemedium. Accordingly, the invention is considered to include any one ormore of a machine-readable medium or a distribution medium, as listedherein and including art-recognized equivalents and successor media, inwhich the software implementations herein are stored.

Although the present specification describes components and functionsimplemented in the embodiments with reference to particular standardsand protocols, the invention is not limited to such standards andprotocols. Each of the standards for Internet and other packet switchednetwork transmission (e.g., TCP/IP, UDP/IP, HTML, and HTTP) representexamples of the state of the art. Such standards are periodicallysuperseded by faster or more efficient equivalents having essentiallythe same functions. Accordingly, replacement standards and protocolshaving the same functions are considered equivalents.

The illustrations of embodiments described herein are intended toprovide a general understanding of the structure of various embodiments,and they are not intended to serve as a complete description of all theelements and features of apparatus and systems that might make use ofthe structures described herein. Many other embodiments will be apparentto those of skill in the art upon reviewing the above description. Otherembodiments may be utilized and derived there from, such that structuraland logical substitutions and changes may be made without departing fromthe scope of this disclosure. Figures are also merely representationaland may not be drawn to scale. Certain proportions thereof may beexaggerated, while others may be minimized. Accordingly, thespecification and drawings are to be regarded in an illustrative ratherthan a restrictive sense.

Such embodiments of the inventive subject matter may be referred toherein, individually and/or collectively, by the term “invention” merelyfor convenience and without intending to voluntarily limit the scope ofthis application to any single invention or inventive concept if morethan one is in fact disclosed. Thus, although specific embodiments havebeen illustrated and described herein, it should be appreciated that anyarrangement calculated to achieve the same purpose may be substitutedfor the specific embodiments shown. This disclosure is intended to coverany and all adaptations or variations of various embodiments.Combinations of the above embodiments, and other embodiments notspecifically described herein, will be apparent to those of skill in theart upon reviewing the above description.

The Abstract of the Disclosure is provided to comply with 37 C.F.R. §1.72(b), requiring an abstract that will allow the reader to quicklyascertain the nature of the technical disclosure. It is submitted withthe understanding that it will not be used to interpret or limit thescope or meaning of the claims. In addition, in the foregoing DetailedDescription, it can be seen that various features are grouped togetherin a single embodiment for the purpose of streamlining the disclosure.This method of disclosure is not to be interpreted as reflecting anintention that the claimed embodiments require more features than areexpressly recited in each claim. Rather, as the following claimsreflect, inventive subject matter lies in less than all features of asingle disclosed embodiment. Thus the following claims are herebyincorporated into the Detailed Description, with each claim standing onits own as a separately claimed subject matter.

What is claimed is:
 1. A method for presenting advertising, the methodcomprising: monitoring on a processor, a response from a first avatarfor a first end user to one of a plurality of advertising data types inone of a plurality of contexts in a virtual world; determining on theprocessor a preferred advertising data type for the first avatar for thefirst end user in each of the plurality of contexts; determining on theprocessor, from the plurality of contexts, a current context for thefirst avatar for the first end user; determining a preferred data typefor the first end user in the current context for the first end user'savatar; presenting on a first end user device, a first personalizedadvertisement having the preferred data type for the current context inthe first avatar's view of the virtual world; determining a preferreddata type of a second end user in the current context for a second enduser's avatar; and presenting, a second personalized advertisement in asecond avatar's view of the virtual world, wherein a second advertisingdata type for the second personalized advertisement is the second enduser's preferred data type in the current context.
 2. The method ofclaim 1, wherein the current context for the first end user's avatarcomprises the first avatar and the second avatar appearing together inthe virtual world.
 3. The method of claim 1, wherein the current contextfor the first end user's avatar comprises data indicating a quiet timein the virtual world without conversation between avatars in the virtualworld and without background noise occurring in the virtual world, themethod further comprising: determining that the current context dataindicates a quiet time and sending an advertisement having an audioadvertising data type to an end user when the particular contextindicates quiet time and sending a visual advertisement having one of adata type when the current context data indicates an audio conversationoccurring between the first avatar and the second avatar in the virtualworld.
 4. The method of claim 1, the method further comprising:determining that the current context data does not indicate a quiet timeand sending an advertisement having a video advertising data type to anend user when the particular context does not indicate a quiet time andsending a visual advertisement having one of a data type when thecurrent context data indicates an audio conversation occurring betweenthe first avatar and the second avatar in the virtual world.
 5. Themethod of claim 1, wherein the second advertising data type is differentthan the first advertising data type.
 6. The method of claim 1, themethod further comprising: determining the current context for the firstavatar based on a combination of a plurality of end users' profiles forat least two end users currently represented as avatars in the virtualworld; and selecting an advertising data type for a particular one ofthe plurality of end users indicating the particular end user's responseto a data type in the current context.
 7. A system for presentingadvertising in a virtual world, the system comprising: a processor indata communication with a tangible non-transitory computer readablemedium; a computer program comprising instructions stored in thenon-transitory tangible computer readable medium, the computer programcomprising: instructions to monitor at the processor, a first end user'savatar for a first end user's response to a particular advertising datatype in one of a plurality of contexts in the virtual world, wherein theparticular advertising data type is text; instructions to determine apreferred advertising data type for the first end user in each of theplurality of contexts; instructions to determine from the plurality ofcontexts, a current context for the first end user's avatar;instructions to determine a preferred advertising data type for thefirst end user in the current context for the first end user's avatar;instructions to present, a first personalized advertisement having thepreferred advertising data type for the current context in the firstavatar's view of the virtual world; instructions to determine at theprocessor, a preferred advertising data type for a second end user inthe current context for the second end user's avatar; and instructionsto present a second personalized advertisement in a second avatar's viewof the virtual world, wherein a second advertising data type for thesecond personalized advertisement is the second end user's preferredadvertising data type in a current context for the second end user'savatar in the current context.
 8. The system of claim 7, wherein thecurrent context for the first end user's avatar comprises a particularcombination of the first end user's avatar and the second end user'savatar appearing together in the virtual world.
 9. The system of claim8, wherein the current context further comprises data indicating a quiettime without conversation between the first end user's avatar and thesecond end user's avatar and without background noise occurring in thevirtual world, the computer program further comprising: instructions todetermine that data of the current context indicates a quiet time andsending an advertisement having an audio advertising data type to an enduser associated with the first avatar when the current context dataindicates the quiet time and sending a visual advertisement having oneof a data type image, text and video when the particular context dataindicates loud background noise present and conversation in the virtualworld.
 10. The system of claim 7, the computer program furthercomprising: determining that data of the current context does notindicate a quiet time and sending an advertisement having an videoadvertising data type to and end user when the particular context doesnot indicate a quiet time and sending a visual advertisement having oneof a data type when the current context data indicates an audioconversation occurring between the first and second end users' avatarsin the virtual world.
 11. The system of claim 7, wherein the secondadvertising data type is different than the first advertising data type.12. The system of claim 7, the computer program further comprising:instructions to determine a current context for the first end user'savatar based on a combination of a plurality of end users' profiles fortwo or more end users represented as avatars in the virtual world; andinstructions to select an advertising data type for a particular one ofthe plurality of end users indicating the particular end user's responseto an advertising data type in the current context.
 13. A non-transitorycomputer readable medium for storing a computer program executed by aprocessor in presenting advertising, the computer program comprisinginstructions stored in the computer readable medium, the computerprogram comprising: instructions to monitor a first end user's avatarfor a first end user's historical response to a particular advertisingdata type in one of a plurality of contexts in a virtual world, whereinthe particular advertising data type is, text; instructions to determinea preferred advertising data type the first end user in each of theplurality of contexts; instructions to determine from the plurality ofcontexts, a current context for the first end user's avatar;instructions to determine a preferred advertising data type for thefirst end user in the current context for the first end user's avatar;instructions to present on a first end user device, a first personalizedadvertisement having the advertising preferred data type for the currentcontext in the first avatar's view of the virtual world, wherein a firstadvertising data type for the first personalized advertisement is basedon a first end user's monitored historical response to a firstadvertising data type in the particular context in the virtual world;instructions to determine a preferred advertising data type for a secondend user in the current context for the second end user's avatar in thevirtual world; and instructions to present on a second end user device,a second personalized advertisement in a second avatar's view of thevirtual world, wherein a second advertising data type for the secondpersonalized advertisement is the second end user's preferredadvertising data type in a current context for the second end user'savatar in the current context.
 14. The medium of claim 13, wherein thecurrent context for the first end user's avatar comprises a particularcombination of the first avatar and the second avatar appearing togetherin the virtual world.
 15. The medium of claim 14, the current contextfurther comprises data indicating a quiet time without conversationbetween the first and the second avatars and without background noiseoccurring in the virtual world, the computer program further comprising:instructions to determine that data of the current context indicates aquiet time and sending an advertisement having an audio advertising datatype to an end user associated with the first avatar when the currentcontext data indicates the quiet time and sending a visual advertisementhaving an advertising data type image, text and video when theparticular context data indicates loud background noise present in thevirtual world.
 16. The medium of claim 13, the computer program furthercomprising: instructions to monitor at the processor a virtual hostess'responses to interactions between the virtual hostess and the firstavatar and the second avatar in the virtual world; and instructions to,on the processor, select key words from the virtual hostess' responsesto select advertising to present to the first and second end userdevices associated with the first and second avatars.
 17. The medium ofclaim 13, wherein the second advertising data type is different than thefirst advertising data type.
 18. The medium of claim 13, the computerprogram further comprising: instructions to determine a current contextfor the first avatar based on a combination of a plurality of end users'profiles for two or more end users represented as avatars in the virtualworld; and instructions to select an advertising data type for aparticular one of the plurality of end users indicating the particularend user's response to a data type in the current context.